2011 Aetna marketing collateral style guide

1/19/2011

Brand Evolution

Our brand is evolving, and the first aspect that is changing is our brand design. Most of Aetna’s marketing communications will be using this new design. It’s based on the grid layout you’re familiar with, but we’ve pushed the boundaries by improving color and photography and adding flexibility to the layout.

Our core brand standards (such as positioning) are still the same for now, but will be updated soon. Stay tuned.

What is not changing:■ Logo* — The logo is still the same, but you’ll see it refreshed in a block of color.

■ Company signage

■ Stationery — Letters, envelopes, etc.

■ Business cards

Questions?■ About the brand evolution — Contact Peter Brodnitz or Betty-Jean Lane

■ About style guide or design — Contact Tom Stecko or Mark Callahan

* Note: The logo should never have the tagline “We want you to know.” This tagline has been retired and should no longer be used.

Color Palette

Secondary colorPrimary color palette

PMS 445C:20 M:0 Y:20 K:65R:94 G:110 B:102

PMS Process MagentaC:0 M:100 Y:0 K:0R:209 G:0 B:116

PMS 361 C:69 M:0 Y:100 K:0R:82 G:178 B:51

PMS 1585C:0 M:62 Y:97 K:0R:255 G:109 B:34

PMS 186 C:0 M:100 Y:75 K:0R:198 G:12 B:48

PMS 3005C:100 M:28 Y:0 K:0R:0 G:122 B:201

PMS 527 C:73 M:100 Y:0 K:0R:114 G:46 B:165

The palette for Aetna’s brand contains bold and vibrant colors, meant to evoke strong, positive emotions and energy in our audience. For print, multimedia and Web applications, our brand palette includes a range of colors to choose from.

This color palette replaces our current palette

PMS Process MagentaC:0 M:100 Y:0 K:0R:209 G:0 B:116

PMS 1585C:0 M:62 Y:97 K:0R:255 G:109 B:34

PMS 3005C:100 M:28 Y:0 K:0R:0 G:122 B:201

PMS 361 C:69 M:0 Y:100 K:0R:82 G:178 B:51

PMS 186 C:0 M:100 Y:75 K:0R:198 G:12 B:48

PMS 527 C:73 M:100 Y:0 K:0R:114 G:46 B:165

The Aetna logo is given new life on a bright field of color. Regardless of color used for the logo’s color boxes, the transparency level should always be set to 70% for the first box 60% for the second two boxes and at 30% for the fourth box.

■ Logo build could be from either left to right or right to left

■ Logo placement should start from the edge of a document or graphic.

Transparency 70%

Transparency 60%

Transparency 30%

Aetna logo presentation

Typography

Frutiger Lightabcdefghijklmnopqrstuvwxyz ABCdEFghIjkLMnOPqrsTuvwxyz

Frutiger Romanabcdefghijklmnopqrstuvwxyz abcdeFghijklmnopqRsTuvwxyz

Frutiger Boldabcdefghijklmnopqrstuvwxyz aBcdeFghijklMnoPqrStuvwxyz

Arial (for web use only)abcdefghijklmnopqrstuvwxyz Abcdefghijklmnopqrstuvwxyz

Arial Bold (for web use only)abcdefghijklmnopqrstuvwxyz ABcdefghijklmnopqrstuvwxyz

Brand typefacesFrutiger is the Aetna brand typeface. This font represents the Aetna brand through it’s clean and modern form. It is easy to read and it’s usage ensures a single, consistent look and feel for our brand.

Zapf Dingbats is the typeface used to create the solid square that is the bullet style used in all print material. This is the only character from the Zapf Dingbats Font used.

n zAPF dIngBATs

Print & Multimedia

Web (HTML)

Photography

Keep it realPhotos should tell a story our audience can identify with. Choose photos that are genuine, believable and look as if they’re in natural light. Avoid photos that look too posed.

When using multiple photos, use different types and cropping. Show a diversity of age, gender, race and lifestyle.

Examples

BrochuresExamples

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Aetna Consumer-Directed Products

Cost-effective health plans,

consumer-focused support

A suite of solutions to meet today’s benefits needs

Aetna Personal Health Record

Organized, easy to share —

this tool can help lead

to better care.

A safe, online home for your employees’ health information

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covers

BrochuresExamples

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A healthier smile, a healthier you?

DENTAL PLANAetna Dental® DMO® Plan

00.02.334.1-WOC A (6/10)

Freedom! Visit any doctor you like.

MEDICAL PLANQuality Point-of-Service® (QPOS®) Plan

Understand your options and decide what works best for you

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Helping you get the right prescription at the right cost

PHARMACY PLANAetna Prescription Drug Benefits and Insurance Plan

Learn about:

■ How your plan works

■ Different costs levels

■ How to save money,

and more

covers

BrochuresExamples

Visit a doctor, any doctor.

Finding a doctor is easy!

Find one, onlineWith our DocFind® online directory, you can look for a doctor by specialty and location. All the information you need is there — including maps and directions to the doctor’s office. You can even look for doctors who speak your language. Check out DocFind on our website at www.aetna.com.

Get a printed directoryIf you are already an Aetna member, call Member Services at the toll-free number on your ID card. If you are not an Aetna member yet — or if you have not received your ID card — call 1-888-87-AETNA (1-888-872-3862).

Go for lower costs and fewer hasslesUsually, you pay less when you visit network doctors. That’s because doctors in our network have contracted with Aetna for rates that are often much lower than their regular fees.

Seeing a PCP or any network doctor is easy. He or she will:

■ Get plan approval* before giving certain care.

■ File claims for you.

Aetna is the brand name used for products and services provided by one or more of the Aetna group of subsidiary companies. The in-network and out-of-network referred benefits are underwritten by: Aetna Health Inc., Aetna Health of California Inc., and Aetna Life Insurance Company.; and in Arizona and Texas by Aetna Health Inc. Self-referred benefits are underwritten by: Aetna Health of California Inc., Aetna Health Insurance Company of New York and Aetna Health Insurance Company; and in Arizona and Texas by Aetna Health Insurance Company (Aetna). In Maryland by Aetna Health Inc., 151 Farmington Avenue, Hartford, CT 06156. Each insurer has sole financial responsibility for its own products.

Enjoy the freedom to visit any doctor you choose. It’s all about getting access to care, your way.

Find more details on coverage and costs on your enclosed Aetna Plan Design and Benefits summary.

* In Texas, this approval is known as “pre-service utilization review” and is not “verification” as defined under Texas law. In case of emergency, call 911 or your local emergency hotline, or go directly to an emergency care facility.

You’ll like being free to choose.

Option #1 Option #2

Visit your primary care physician (PCP)

Visit any doctor

■ Choose any PCP from Aetna’s network. Since the choice is personal, each family member can choose his or her own PCP.

■ Your PCP will give you a referral if you need care from another doctor. When you visit a specialist with a referral from your PCP, you pay less than if you go to one on your own. See your plan documents to find out when you need a referral.

■ You can change your PCP at anytime. Just call Member Services at the number on your ID card. Or visit our Aetna Navigator® member website at www.aetna.com.

■ When you visit your PCP you pay a copay. This is a set amount you pay during your visit or a percentage of the amount covered under your health benefits and health insurance plan.

You usually pay less for care with this option.

Go to any licensed doctor or specialist, in or out of Aetna’s network, without a referral.

You’ll have to:

■ Meet an annual deductible — the amount you pay each year before the plan begins to pay. You may have to meet a deductible with any type of care, including care from your PCP.

■ Then, pay a portion of your doctor’s charges.

You may also have to:■ File your own claims.■ Pay the difference between the amount

covered by your plan and the amount charged by your doctor.

■ Get approval* from Aetna to make sure certain services are covered.

Your out-of-pocket costs are typically higher when you see an out-of-network doctor.

Aetna InteliHealth® websiteOn this interactive site, you can research health, dental and wellness information from sources you can trust — including doctors from Harvard Medical School!

Informed Health® LineAvailable 24 hours a day, 7 days a week, the Informed Health Line gives Aetna members a quick, simple way to get answers to health-related questions from a team of registered nurses.

While only your doctor can diagnose, prescribe or give medical advice, Informed Health nurses can offer information on more than 5,000 health topics. Contact your doctor first with questions or concerns about your health care needs.

If you require language assistance from an Aetna representative, please call the Member Services number located on your ID card, and you will be connected with the language line if needed; or you may dial direct at 1-888-982-3862 (140 languages are available. You must ask for an interpreter). TDD 1-800-628-3323 (hearing impaired only).

This material is for information only and is not an offer or invitation to contract. An application must be completed to obtain coverage. Health benefits and health insurance plans contain exclusions and limitations. Not all health services are covered. See plan documents for a complete description of benefits, exclusions, limitations and conditions of coverage. Plan features and availability may vary by location and are subject to change. Providers are independent contractors and are not agents of Aetna. Provider participation may change without notice. Aetna does not provide care or guarantee access to health services. Health information programs provide general health information and are not a substitute for diagnosis or treatment by a physician or other health care professional. Information is believed to be accurate as of the production date; however, it is subject to change. For more information about Aetna plans, refer to www.aetna.com.

Policy forms issued in Oklahoma include: HMO OK COC-5 09/07, HMO/OK GA-3 11/01, HMO OK POS RIDER 08/07.

Aetna Navigator member websiteVisit your secure, members-only website to get the health information you need fast!

You can: ■ Review your plan and benefits

information. ■ Print a summary of your doctor visits,

medical tests, prescriptions and other activities to share with your doctor.

■ Look up costs for office visits, medical tests, surgeries and more.

■ Compare hospitals in your area for certain diagnoses and procedures to help you decide where to get care.

■ Research prescription drugs and compare the cost of brand-name versus generic drugs.

■ Access the Healthwise® Knowledgebase for information on thousands of health topics in English and Spanish.

Visit Aetna Navigator today! Go to www.aetna.com and click on the member log-in bar.

■ If you’re already an Aetna member, follow the instructions and you’ll be ready to log in.

■ If you’re not yet a member, take the site tour.

©2011 Aetna Inc. www.aetna.comXX.XX.XXX.X (X/11)

Get your health information when you need itOur services and online tools make it easy for you to get answers to your health care questions. Most importantly, these services are available all day, every day.

Plan for Your HealthSM websiteThis easy-to-use website is available to everyone. It helps you understand your health care needs through all of life’s stages, from 20-something through retirement. Go to www.planforyourhealth.com for more information.

Plan for Your Health is a public education program from Aetna and The Financial Planning Association.

Aetna’s Mobile WebFind a doctor, look up a claim and access your personal health records anytime, anywhere.

Health info on the go

Easy to use. Wide-open access. Enroll today!

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Flyers or sell sheetsExamples

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It’s easy to take care of your eyes

Here’s what you’re covered for:

■ Eye exams■ Eyeglasses, including many

designer frames■ Contact lenses

Plus — you can visit your choice of popular retailers from one of the largest national networks* around.

See your way to better health

Your vision insurance plan isn’t just for your eyes. It’s for your overall health, too. Eye exams can find eye problems. They can also uncover medical conditions like diabetes, high blood pressure and more. That’s a big deal, especially since it is important to find these conditions early.1

It’s easy to use

Once you’ve signed up, you’ll get a welcome mailing. It includes:

■ Your member ID card■ Basic plan information■ A list of providers near you

Just take your ID card to get an eye exam or buy eyewear. It’s that simple. If you go to a network provider, they’ll even submit the claim for you!

More than 40,000 eye care providers2

You get thousands of national retailers to choose from for eyewear and eye care. So it’s easy to meet your needs.

Popular chains:

■ LensCrafters®

■ Pearle Vision®

■ Sears®

■ Target®

■ JCPenney®

You can also choose from a vast network of independent eye doctors nationwide. To find locations near you, visit www.aetnavision.com and click on “Locate a Provider.”

Get a better look on lifeAetna Vision Preferred

Great savings for you

You can visit any eye care provider. But when you stay within the network, you can save an average of 35% to 45%.

Large and fashionable selection

Yes, you can choose almost any frame or lens you want — even some luxury brands. So it’s easy to find a pair that fits your style and budget.

Simple and convenient

Taking care of your eyes should be easy. And now it is! You get:

■ Freedom: Go in or out of network for eye care.

■ Flexibility: You can buy eyewear at a different place than where you had your eye exam. So you’re virtually guaranteed to find what you like!

■ Great hours: Many vision locations are open 7 days a week, including evenings.

■ Convenience: Most locations are inside or nearby major shopping centers.

■ Big selection: Get a huge choice of both providers and fashion eyewear.

■ Speedy service: At many places, you can get your eyewear the same day!

■ Help when you need it: Customer service reps are available 7 days a week to respond to all of your questions.

Coverage for eye exams, frames, lenses, contacts and much more.

Vision insurance plans are underwritten by Aetna Life Insurance Company (Aetna). Certain claims adjudication and other administrative services are provided by First American Administrators, Inc. (an affiliate of EyeMed Vision Care, LLC) and/or its affiliates.This material is for information only, and is not an offer or invitation to contract. An application must be completed to obtain coverage. Providers participating in the Aetna Vision Network are contracted through EyeMed Vision Care, LLC (“EyeMed”). EyeMed and Aetna are independent contractors and not employees or agents of each other. Participating vision providers are credentialed by and subject to the credentialing requirements of EyeMed. Aetna does not provide medical/vision care or treatment and is not responsible for outcomes. Aetna does not guarantee access to vision care services or access to specific vision care providers and provider network composition is subject to change without notice. Vision insurance plans contain exclusions and limitations. Not all vision services are covered. See plan documents for a complete description of benefits, exclusions, limitations and conditions of coverage. Plan features and availability may vary by location and are subject to change. Information is believed to be accurate as of the production date; however, it is subject to change. For more information about Aetna plans, refer to www.aetna.com.

©2011 Aetna Inc.

XX.XX.XXX.X (X/11)

www.aetna.com

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Here’s what to expect

Most routine doctor visits are alike. During the visit, your doctor will usually:

■ Ask some questions

■ Do a physical exam

■ Order tests, as needed

■ Give you medical advice or treatment

This is a great time to ask questions. Your doctor can explain things you don’t understand. And you can get more information about your health!

Planning makes the visit productive

Preparing for the visit is useful. To start, make a list of questions. This way, you remember what to ask when you’re in the doctor’s office.

While you’re at it, list any medicines you are taking. These include prescription and over-the-counter drugs, vitamins, and herbs or supplements.

You might also ask a family member or friend go with you. They can remind you of questions you have.

Review your medical history

Your doctor might also go over your medical history, especially during a first visit. This helps your doctor diagnose and treat you correctly.

Your history includes:

■ Medical problems you have now or had in the past

■ Surgeries

■ Hospital stays

■ Regular medical care

Think about these, too

You might talk about other topics with your doctor.

Allergies. Tell your doctor if you have had a bad reaction to any medicine. This reaction could be itching, a rash or shortness of breath.

Family history. You doctor might want to know about medical problems in your immediate family. This includes parents, brothers and sisters, and children.

More questions. At the end of the visit, ask if there is anything else you need to know. And find out if you need another visit.

When you and your doctor work together, you can work toward better health.

Get ready for your next doctor visit

Get more tips on doctor visits. Check the Aetna InteliHealth® website at www.intelihealth.com.

Aetna is the brand name used for products and services provided by one or more of the Aetna group of subsidiary companies. The Aetna companies that offer, underwrite and/or administer benefits coverage include: Aetna Health Inc., Aetna Health of California Inc., Aetna Health Insurance Company of New York, Aetna Health Insurance Company and/or Aetna Life Insurance Company (Aetna). In Maryland, by Aetna Health Inc., 151 Farmington Avenue, Hartford, CT 06156. Each insurer has sole financial responsibility for its own products.Reprinted with permission from Aetna InteliHealth® and Harvard Medical School (www.intelihealth.com).Medical content reviewed by the Faculty of Harvard Medical School. Copyright 1996 – 2011.Additional information is available on Aetna’s consumer health information website, AetnaInteliHealth, at www.intelihealth.com.This message is for informational purposes only, is not medical advice and is not intended to bea substitute for proper medical care provided by a physician. Information is believed to be accurate as of the production date; however, it is subject to change. For more information about Aetna plans, refer to www.aetna.com.

©2011 Aetna Inc. www.aetna.comXX.XX.XXX.X (X/11)

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©2011 Aetna Inc.

XX.XX.XXX.X (X/11)

Save on eyewear, weight-loss programs, massages and more

Log in to your secure member website at www.aetna.com.

Health benefits and insurance plans are offered, underwritten or administered by Aetna Health Inc., Aetna Health of the Carolinas Inc., Aetna Health Insurance Company of New York, Aetna Health Insurance Company and/or Aetna Life Insurance Company (Aetna). In Maryland, by Aetna Health Inc., 151 Farmington Ave., Hartford, CT 06156. Each insurer has sole financial responsibility for its own products.

Discount programs provide access to discounted prices and are NOT insured benefits. The member is responsible for the full cost of the discounted services. Providers are independent contractors and are not agents of Aetna. Provider participation may change without notice. Health information programs provide general health information and are not a substitute for diagnosis or treatment by a physician or other health care professional. Aetna does not provide care or guarantee access to health care service. Information is believed to be accurate as of the production date; however, it is subject to change. For more information about Aetna plans, refer to www.aetna.com.

Learn more about these special discounts — and start using them today!

Health benefi ts and insurance plans are offered, underwritten or administered by Aetna Health Inc., Aetna Health of the Carolinas Inc., Aetna Health Insurance Company of New York, Aetna Health Insurance Company and/or Aetna Life Insurance Company (Aetna). In Maryland, by Aetna Health Inc., 151 Farmington Ave., Hartford, CT 06156. Each insurer has sole fi nancial responsibility for its own products.Discount programs provide access to discounted prices and are NOT insured benefi ts. The member is responsible for the full cost of the discounted services. Providers are independent contractors and are not agents of Aetna. Provider participation may change without notice. Health information programs provide general health information and are not a substitute for diagnosis or treatment by a physician or other health care professional. Aetna does not provide care or guarantee access to health care service. Information is believed to be accurate as of the production date; however, it is subject to change. For more information about Aetna plans, refer to www.aetna.com.

©2011 Aetna Inc.XX.XX.XXX.X (X/11)

Take advantage of your health plan’s discount programs.

Vision discountsSave on eye exams, glasses, contacts, lens cleaner … even LASIK surgery.

Fitness discountsSave on gym memberships, as well as home exercise products and equipment like treadmills.

Weight management discounts Save on programs and products from Jenny Craig® — one of the largest weight-loss fi rms in the world!

Hearing discountsSave on hearing aids, exams and more through HearPO® — a leading provider of hearing supplies.

Natural products and services discountsPay less for massages, herbal supplements, acu-puncture, chiropractic care, dietetic counseling and more.

Learn more about these special discounts — and start using them today!

n Log in to your secure member website at www.aetna.com.

n Click on “Benefi ts,” then “Health Programs.”

n Follow the link to any discount program.

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BackFront

Front

XX.XX.XXX.X (X/11)

It’s time to say “I quit!” Let the Quit Tobacco program help you take steps to a healthier future.

Get the support you need to finally quit smoking or chewing tobacco

Kick the habit and lower your risk for heart disease, lung disease, cancer and more. We’ll help you find a way to quit that works for you. The one-year Quit Tobacco program offers:

■ Toll-free phone support from health professionals■ Personal health coaching to help you plan quitting strategies, discuss coping skills

and more■ Resources on nutrition, exercise and a guide to healthy living■ A free supply of nicotine replacement products for up to six weeks

You’ll have the same health coach throughout the program. And you can use our other resources and tools to help you make healthy lifestyle changes that last.

Get started today! Sign up online or by phone:

■ Log in your secure member website at www.aetna.com.

■ Click on the “Simple Steps To A Healthier Life®” link and complete or update the Health Assessment.

Or, you can visit www.quitandfit.com/aetna or call 1-800-650-2747 and ask for the Quit Tobacco program.

Health insurance plans are offered, underwritten or administered by Aetna Life Insurance Company and its affiliates (Aetna).

Health information programs provide general health information and are not a substitute for diagnosis or treatment by a physician or other health care professional. Information is believed to be accurate as of the production date; however, it is subject to change. For more information about Aetna plans, refer to www.aetna.com.

Policy forms issued in Oklahoma include: GR 23 and/or GR 29/GR-29N.

©2011 Aetna Inc. XX.XX.XXX.X (X/11)

Feeling stressed? Talk to a registered nurse for tips to help you relax and manage your stress.

Call toll-free 1-800-556-1555 24 hours a day, 7 days a week.

XX.XX.XXX.X (X/11)

Our 24-hour nurse line is available at no extra chargeTalk anytime with an Informed Health® Line registered nurse. Call us toll-free at 1-800-556-1555. To keep the number handy, add it to your cell phone contact list.

You can get even more health information onlineJust log in to the Aetna Navigator® secure member website at www.aetna.com. Then check out the Informed Health Line page.

Health insurance plans are offered, underwritten or administered by Aetna Life Insurance Company and its affiliates (Aetna).

Health information programs provide general health information and are not a substitute for diagnosis or treatment by a physician or other health care professional. Information is believed to be accurate as of the production date; however, it is subject to change. For more information about Aetna plans, refer to www.aetna.com.

Policy forms issued in Oklahoma include: GR 23 and/or GR 29/GR-29N.

©2011 Aetna Inc. XX.XX.XXX.X (X/11)

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aetna.com homepageFollow the Aetna.com style guide for web development

It's time to put your health plan to work.It’s time to get the most out of your benefits. Here is whatyou can do:

Log in to your Aetna Navigator® secure member website.You’ll find all the information you need to plan your doctorvisit and keep track of your expenses.Get started on a program to better health. This may helpwith your New Year’s resolution, too!You could earn money for living well! Discover our rewardsprogram at [insert website].Learn eight ways you can save money. And still take goodcare of yourself. Go to Maximize Your Benefits.

Know how your plan works

Choose a primary care doctor from our network. It’s a planrequirement. To find one, visit our DocFind® onlinedirectory.Get a referral from your primary care doctor before youseek specialty care.Get to know how your health care spending account canhelp you save.Refer to the plan documents you received when youenrolled. They can help you learn what your plan coversand what you may need to pay.

TIP: Choose doctors, hospitals and specialists who are part of ourprovider network. Network providers offer rates that are oftenmuch lower than their regular fees. That means you can save. Tofind one, visit DocFind.

Have a question?

Member Services can help. You can reach us at the toll-freenumber on your member ID card. You can send us an e-mail, too.Just go to Aetna Navigator.

You can even reach us when you’re on the go. See how Aetna Mobile can help you.

You can even reachus when you’re onthe go.See how Aetna Mobilecan help you.

Health benefits and insurance plans contain exclusions and limitations. Not all health services are covered. See your plandocuments for a complete description of benefits, exclusions, limitations and conditions of coverage.

Legal Statement | Program Provisions | Privacy Information | Member Disclosure Aetna Companies: State Directory©2010 Aetna Inc.

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